The phenomena when customers perceive a service as better after a failure and the following recovery process has occurred is called service recovery paradox. In the case of the paradox, customers are more satisfied post-recovery in comparison to if the failure would not have occurred. How to best manage a service recovery depends on the type of service failure since the recovery actions should be adjusted in order to match the failure in a suitable way. Three surveys were conducted in this study, one for each type of failure classified as (1) Service delivery failures, (2) Failure to respond to customer needs and requests and (3) Unprompted and unsolicited employee actions. Each survey presented a scenario in three parts. The first part of the scenario was neutral, the second part was post-failure and the third part was post-recovery. The respondents had to take a standpoint regarding their level of satisfaction after each scenario part. The findings from this study confirm the possibility for an increase in customer post-recovery satisfaction concerning (1) Service delivery failures combined with suitable recovery actions, hence the service recovery paradox was found. In the case of (2) Failures to respond to customer needs and requests combined with suitable recovery actions, the level of post-recovery customer satisfaction did not reach pre- failure satisfaction. The last type of service failure, (3) Unprompted and unsolicited employee actions, resulted in the lowest level of customer satisfaction both post-failure and post-recovery and was hence most far away from the paradox.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-65197 |
| Date | January 2017 |
| Creators | Claesson, Jennifer, Dijnér, Nina |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF), Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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